Research on KFC

KFC- Kentucky Fried Chicken
- a fast food restaurant chain - specializes in fried chicken 
- founded by Harland Sanders, 1930 in North Corbin, Kentucky (original), 1952 in Salt Lake City, Utah (franchise) 
- headquarter in Louisville, Kentucky, United States
- the second large restaurants chain overall after McDonald's - with over 18,000 outlets in 120 countries
- subsidiary of Yum! Brands, restaurant companies that own Pizza Hut and Taco Bell.

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KFC Slogan

The first slogan which used more than 50 years - Finger lickin Good

KFC’s catchphrase came about by accident in the 1950s when a US TV advert showed franchisee David Harman licking his fingers after eating some of Colonel Sanders’ famous chicken.
A viewer phoned to complain about the incident and spoke to manager Ken Harbough, who replied: ‘Well it’s finger lickin’ good.’
The phrase was then adopted by the brand and became famous around the world.

KFC abondon "finger lickin good" slogan to boast its image.

- to create a more healthier image

- effectively communicate the breadth of different things

- introducing healthier frying oils ( 7million investment) product cooked on a griddle

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The slogan from 2001,India - so good 

Martin Shuker, chief executive of KFC UK and Ireland, said: ‘”So Good” is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community.’
The rebranding exercise coincides with a decision to introduce healthier frying oils and a £7million investment to kit out UK restaurants with ovens so KFC can launch its Brazer range, products cooked on a griddle instead of in a fryer.


link: http://metro.co.uk/2011/02/21/kfc-to-replace-finger-lickin-good-slogan-with-so-good-640053/

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The new slogan - I ate the bones - 2013 March 

In case Americans want to scarf down their fast-food even faster, KFC in the United States is stripping the bones out of its chicken.
“Younger people don’t tend to be fans of bones — they’ve grown up with nuggets,” said KFC spokesman Rick Maynard, referring to people in their 20s and 30s.


link: http://news.nationalpost.com/2013/04/05/i-ate-the-bones-fast-food-gets-even-faster-for-america-as-kfc-introduces-boneless-chicken/


My opinion about the changing of KFC slogan:
I think that finger lickin good is better because it do bring out that KFC is tasty until the stage that we will have to lick our finger, so so tasty. But then the next slogan which is so good, i think that it is too normal and cant attract much of attraction.

The new slogan which is I ate the bones is totally not ok, since KFC will introducing the new boneless chicken. It should not be i ate the bone, i think it should have been like boneless in your mouth or something sound and think more like boneless.

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KFC in China
- first western fast food company in China
- largest restaurants chain with 4,400 outlets 

- successful because adapted its menu to suit local tastes, offering items such as rice congee, egg custard tarts, tree fungus salad and others

Slogan:
June of 2010 KFC changed their tagline to生活如此多娇 which in English mean life is full of beauty.
Before that KFC is using 有了肯德基，生活好滋味 which mean with KFC, life is in good taste.

Advertising in China before 2010 June

Advertising in China before 2010 June

The newest Advertising of KFC in China

The newest Advertising of KFC in China

Website

Website

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KFC in Indonesia

In Indonesia it is the largest Western restaurant chain, with 439 outlets as of December 2012. The chain has grown to hold an estimated 32 per cent market share, and menu items include spaghetti, wraps and chicken porridge. The master franchisee is PT Fastfood Indonesia.

The first outlet opened in Jakarta in 1979. Salim Group, Indonesia's largest conglomerate, became a major shareholder in 1990, which provided the company with funds for major expansion. Its master franchisee, PT Fastfood Indonesia, was publicly listed on the Indonesian Stock Exchange in 1993.

Advertising

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KFC in India

The first Indian KFC opened in Bangalore in June 1995. Protests ensued from left wing, anti-globalisation and environmental campaigners, as well as local farmers, who objected to the chain bypassing local producers. Many Indians were concerned about the onslaught of consumerism, the loss of national self-sufficiency, and the disruption of indigenous traditions. The protests came to a head in August 1995, when the Bangalore outlet was repeatedly ransacked. KFC Bangalore demanded, and received, a police van permanently parked outside for a year. Rural activist M. D. Nanjundaswamy subsequently claimed KFC would adversely affect the health of the impoverished, by diverting grain from poor people to make the more profitable animal feed. Former environment minister Maneka Gandhi joined the anti-KFC movement. KFC was also accused of using illegally high amounts of monosodium glutamate (MSG) and frying its food inpork fat. A second store opened in Delhi, but was closed by the authorities throughout November, purportedly for health reasons, but more likely to avoid a repetition of the Bangalore incident. The two stores only managed to attract a limited, affluent clientele, and KFC decided to abandon the Indian market. KFC returned to India in 1999, with a new Bangalore outlet, which was the sole KFC in India until 2004, when the chain began to expand.

As of December 2012, there were 280 KFCs in the Indian market. As well as the standard KFC offerings, the chain sells a chickpea burger and hot wings with chilli lemon sprinkles.

Advertising in India

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I go though alot of basic research about KFC all around the world, and what have I found?

Different country, Kfc use different type of product to sell, I am surprise to know that, and in China the slogan also different from others country, which I think it is acceptable compare to I ate the bone. The ways they Advertising also is quite different based on their country. China advertising is so fancy and so many words - hard sell while India advertising is quite creative.